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论文编号：	11034
作者编号：	2120163051
上传时间：	2019/6/18 14:30:27
中文题目：	互联网背景下L公司（中国）处方药
英文题目：	Research on Marketing Strategy of
指导老师：	吴晓云
中文关键字：	处方药；营销策略；互联网营销；制药企业。
英文关键字：	prescription medicine; marketing strategy; Internet marketing;
中文摘要：	医药行业是我国经济发展的重要组成部分，关系到大众的身体健康，对社会 稳定、经济发展有着不可替代的保驾护航的作用。我国医药工业起步较晚，发展 历经久远，其中也不乏乱象丛生，为推动医药行业的稳步持续发展，自2009 年 政府拉开了国内“新医改”的序幕，近年来重大政策频出，整个医药行业即将经 历脱胎换骨的改变。同时，随着我国经济发展以及人民生活水平迅速提高，居民 的身体健康卫生保健意识也随之显著提升，但是中国呈现出的却是非常明显的医 疗资源严重分配不均的状态，医患矛盾重重、沟通不畅等问题沉珂多年。新兴的 互联网技术近些年开始渗透到各个行业，对许多行业都产生了极大的推动与颠覆， 在医药行业更是大有可为，为改变不良现状，优化资源配置，创新服务模式，减 少服务成本，提升服务效率，满足人民群众日益增长的医疗卫生健康需求等提供 了很大的可能性。在医药行业的重塑发展中，药品作为治疗手段中的重要部分无 疑是其中最重要的一个环节， 我国目前针对医药行业的整合正在进行深刻变革， 技术渗透又赋予了营销运营模式更多的可能性，经济发展、医改深化、技术渗透， 整个行业正处在主动或被动的转型中，外部环境的日新月异，促使药品营销原有 的模式将发生巨大的重构与颠覆。医药企业应密切注意这些变化，及时调整相关 策略以适应这些变化，积极变革，紧随潮流发展。 L 公司作为全球十大药企之一，拥有140 年的历史，进入中国市场100 年， 深耕数十载，处在如今变化多端的国内医药市场中，亦面临到许多问题与挑战。 以L 公司为例，通过对现代市场营销理论的实际应用，准确识别当前的机遇与挑 战，为企业在当前特殊的环境发展提出切实可行的创新营销策略设计，同时结合 L 公司的发展现状与战略目标，为L 公司后续发展提供方向与借鉴。 本文首先对国内外市场营销相关理论的研究成果进行梳理回顾，简述其内涵 及意义，对L 公司经营产品概况做了简要介绍并进行了营销环境进行PEST 分析， 结合市场环境现状对现状进行SWOT 分析，并总结竞争力及当前存在的问题。 接来下以L 公司为例，阐述其营销组合4P 营销策略的制定与调整，坚持产 品及定价的既有策略并在此基础上加强与创新，结合互联网技术发展的大背景， 改进渠道及促销模式。最后从处方药营销的特殊性分析服务营销策略，以改进顾 客感知价值质量，提高营销的有效性。最后，从组织架构优化、人才培养等三方 面入手，明确了L 公司处方药营销的实施保障。为今后的发展提供一定的参考与 建议。 关键词：处方药；营销策略；互联网营销；制药企业。
英文摘要：	Abstract Pharmaceutical industry is an important part of China's economic development, related to the health of the people, social stability and economic development has an irreplaceable role in escorting. In order to promote the steady and sustainable development of the pharmaceutical industry, the government started the prelude of the domestic "new medical reform" in 2009. In recent years, major policies have emerged frequently, and the entire pharmaceutical industry is about to undergo radical changes. At the same time, with the rapid development of China's economy and the rapid improvement of people's living standards, residents'awareness of physical health and health care has also been significantly improved, people's expectations for physical health have risen substantially, but China is showing a very obvious state of serious uneven distribution of medical resources, and many problems such as the contradictions between doctors and patients, poor communication and so on have been settled for many years. Emerging Internet technology has penetrated into various industries in recent years, which has greatly promoted and subverted many industries. It has great potential in the pharmaceutical industry. It provides great possibilities to change the bad situation, optimize the allocation of resources, innovate service modes, reduce service costs, improve service efficiency and meet the growing health needs of the people. In the reshaping and development of the pharmaceutical industry, medicine as an important part of the treatment is undoubtedly one of the most important links. At present, the integration of the pharmaceutical industry is undergoing profound changes. Technology penetration also gives more possibilities to the marketing operation mode. Economic development, deepening of medical reform and technology penetration, the whole industry is in an active or passive transformation. With the rapid development of the Ministry environment, the original model of drug marketing will undergo tremendous restructuring and subversion. Pharmaceutical enterprises should pay close attention to these changes, adjust relevant strategies in time to adapt to these changes, make positive changes and follow the trend of development. As one of the top ten pharmaceutical companies in the world, L Company has a history of 140 years. It has entered the Chinese market for 100 years and has been deeply cultivated for decades. It is now in the changing domestic pharmaceutical market. It also faces many problems and challenges. Taking L Company as an example, through the practical application of modern marketing theory, this paper accurately identifies the current opportunities and challenges, puts forward feasible innovative marketing strategy design for the current special environment development of enterprises, and provides direction and reference for the follow-up development of L Company based on the current situation and strategic objectives of L Company. Firstly, this paper reviews the research results of marketing theory at home and abroad, and briefly describes its connotation and significance. Then, it briefly introduces the general situation of L company's products and carries out PEST analysis of its marketing environment, SWOT analysis of L company's current situation combined with the current situation of market environment, and summarizes L company's competitiveness and existing problems. Then, taking L Company as an example, this paper expounds the formulation and adjustment of 4P marketing strategy of its marketing mix, adheres to the existing strategies of product and pricing, and on this basis, strengthens and innovates, combines with the background of the development of Internet technology, improves channels and promotion modes. Finally, from the particularity of prescription drug marketing, service marketing strategy is analyzed to improve customer perceived value quality and enhance the effectiveness of marketing. Finally, from the three aspects of organizational structure optimization, personnel training, scientific salary system establishment and risk management and control, the implementation guarantee of prescription drug marketing in L company is clarified. To provide some reference and suggestions for the future development of L company. Key words: prescription medicine; marketing strategy; Internet marketing; pharmaceutical enterprises.
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